Creating a Successful Content Network Campaign
For some industries, Google's content network presents a huge challenge in generating good quality traffic. In
fact for a handful of industries, the content network is almost impossible to get right - the visitors simply won't
click (or they do, but don't stick around). One of the main reasons for this is that people browsing websites and
reading content on the content network are in a much more passive state of mind. They're reading for pleasure or
research purposes and not immediately looking to buy anything, unless a hugely compelling offer comes their
If we compare the content network with the search network, very often
someone searching for something are looking for the answer to a problem they have. They have their credit card in
hand, waiting to put the numbers in. When they search, they are expecting to click on one of the listings which
will answer their problems. When casually browsing other websites, their credit card is tucked away, often with no
intention of getting it out.
The description above makes it a little clearer to understand why in some industries, the content network is
difficult to manage.
So how do you make it work for you?
First of all, the content network is a collection of sites approved by Google which are allowed to show
advertisements through the Adsense program. Webmasters add Adsense units to their sites which display relevant
advertising and earn money when visitors click the ads. The great thing about the content network is the fact that
your ads will only be displayed on relevant sites and you can (and should) specify which sites they are shown on.
You can even specify the exact page on a site your ads are shown, so you always have a huge amount of control over
where your ads are being displayed.
The sites you choose will most likely determine the success of your campaign. Take a look at the sites and the
pages you want your ads shown on and contextually match them with the content.
As we have already identified above, you will be targeting a completely different audience on the display network,
so you should completely separate your search campaign from your display campaign.
One of the features that is working for us, across a range of campaigns is remarketing. Have you ever been looking
for something and suddenly notice all of the ads on websites you visit are for a particular company or product?
Chances are you're being remarketed too. If someone visits your site, you can use that as an opportunity to
'follow' them and show your ads when they visit partner sites - relevant or not.
• When measuring the results of your display network campaign, don't compare them with search campaign
performance as click through rates and impressions will differ significantly.
• Be quick to identify sites which are performing poorly and reduce spend on them. On the flip side, be quick
to identify sites that are working and maximise spend on them
One of the big takeaways from this article is that the content audience are completely different to search. In
order to attract a click and a possible conversion, you will either have to be in the right place at the right time
or even better, offer something too compelling to ignore.
For help with your search marketing campaign, contact our PPC specialists
Further reading -
Content Network Basics